BMW Surpasses Mercedes-Benz in Large Sedan Market for the First Time in 10 Years

1Q Sales: 7 Series Surpasses S-Class
First Time in 10 Years Since 2013 to Overtake the Absolute Leader
Electric Vehicle i7 Drives Success... EQS Underperforms

BMW 7 Series (Photo by BMW Korea)

In the large sedan segment, BMW's sales have surpassed Mercedes-Benz for the first time since 2013. This was largely influenced by contrasting fortunes in the electric vehicle sector. While Mercedes-Benz introduced the EQS with a new platform, BMW launched the electric i7, which closely resembles the internal combustion engine 7 Series, thereby expanding options for existing 7 Series customers.

According to the Korea Imported Automobile Association on the 2nd, BMW's domestic sales of the large sedan 7 Series (including electric vehicles) in the first quarter of this year totaled 987 units, surpassing Mercedes-Benz's large sedan S-Class (including electric EQS and Maybach) sales of 960 units.

Until last year, the S-Class was considered the absolute leader in the domestic large sedan market. Last year's sales were 12,071 units, showing a significant gap compared to the 7 Series' 4,545 units. Both models introduced their 2024 versions in October last year, but from February this year, the BMW 7 Series began to take the lead. In February alone, 410 units of the 7 Series were sold, surpassing the S-Class sales of 338 units.

The difference in electric vehicle sales widened the gap. Excluding the electric i7 lineup, the 7 Series sold 807 units in the first quarter, still falling short of the S-Class's 937 units. Monthly sales also favored the S-Class. The i7 lineup sold 180 units, overwhelmingly surpassing the EQS lineup's 23 units. The i7 shares almost identical exterior and options with the BMW 7 Series except for the drivetrain, whereas the EQS uses a completely different platform from the traditional internal combustion S-Class, resulting in distinct appearance and performance.

An industry insider explained, "BMW did not launch a separate electric vehicle product but attracted customers who wanted an electric car in the existing 7 Series form through a 'same platform, different drivetrain' strategy," adding, "This allowed those desiring a luxury large sedan to choose an electric vehicle without any sense of alienation."